The Fundraising Masterminds Podcast - Episode 69: 4 Key Elements to Utilizing Giving Tuesday Effectively

Release Date: October 30, 2024

Introduction

In Episode 69 of The Fundraising Masterminds Podcast, hosts Jason Galasinski and Jim Dempsey delve into the strategic utilization of Giving Tuesday within year-end fundraising campaigns. Positioned as part five of an eight-part series on end-of-year fundraising strategies, this episode aims to equip nonprofit leaders with actionable insights to maximize their fundraising efforts during this pivotal charitable event.

Understanding Giving Tuesday in the Fundraising Landscape

Jason begins by addressing common misconceptions about Giving Tuesday, emphasizing its original intent beyond corporate hijacking by platforms like Facebook.

Jason (02:11): "Don’t mix it up with Facebook or something. It started before Facebook took over… it was about highlighting giving opportunities in the spirit of generosity."

Jim echoes the sentiment, acknowledging the routine nature of Giving Tuesday and the uncertainty many nonprofits feel about leveraging it effectively.

Four Key Elements to Effective Utilization

The hosts outline the four essential elements nonprofits should focus on to harness the full potential of Giving Tuesday:

1. Cause Concept Integration
2. Strategic Promotion
3. Maximizing Matching Gifts
4. Leveraging Appropriate Software

1. Cause Concept Integration

Jason underscores the importance of aligning Giving Tuesday efforts with the overarching year-end strategy. He advises nonprofits to pinpoint a specific aspect of their broader mission to highlight during Giving Tuesday.

Jason (03:16): "You want to focus on one element of the bigger thing… Giving Tuesday is a component of the year-end appeal."

Example: For an organization running a school in Zambia aiming to build infrastructure, Giving Tuesday might focus specifically on raising funds for teachers' salaries or security enhancements.

2. Strategic Promotion: Treating Giving Tuesday Like a Flash Sale

Jim and Jason discuss the necessity of promoting Giving Tuesday with urgency, akin to a flash sale, to drive immediate action.

Jason (05:00): "Think of the Giving Tuesday campaign as kind of like this flash sale type thing. There's urgency and it’s limited time only."

Promotion Timeline:

• Monday (Thanksgiving Week):
  • Send an email reminder about the upcoming Giving Tuesday without revealing specifics.
• Saturday/Sunday Prior:
  • Another reminder email, potentially including a teaser video.
• Monday Morning:
  • Announce specific Giving Tuesday opportunities and matching gifts.

Jim adds that considering the busy post-Thanksgiving period, emails should be concise and strategically timed to capture attention without overwhelming the audience.

3. Maximizing Matching Gifts

Matching gifts are pivotal in amplifying donations. Jason explains how securing additional matching funds specifically for Giving Tuesday can create a sense of urgency and incentivize donors to contribute more.

Jason (07:03): "That's element number three, matching gifts… we can make it urgent by compounding matching gifts… triple match is definitely better."

Strategies Include:

• Threshold-Based Matching: Encouraging donors to give amounts that qualify for increased matching funds (e.g., donating $600 to qualify for a triple match).
• Real-Time Updates: Keeping donors informed about progress to foster a competitive and urgent environment.

4. Leveraging Appropriate Software: Beyond Standard Campaign Pages

Selecting the right software is crucial for real-time engagement and efficient donation processing. Jason recommends using crowdfunding platforms like FundEasy over platforms like Facebook for several reasons.

Jason (13:08): "We need to use software beyond just your normal giving campaign page… crowdfunding by FundEasy is a great option."

Advantages of FundEasy:

• Customization: Tailored landing pages with real-time thermometers and goal tracking.
• Immediate Fund Allocation: Funds are accessible within 24 hours, unlike Facebook’s delayed disbursement.
• Donor Information: Collects essential donor information for follow-up, enhancing future engagement.

Jim contrasts this with Facebook’s approach, highlighting issues like rapid depletion of matching funds, anonymity of donations, and delayed access to funds, which can hinder effective fundraising.

Jason (14:26): "Facebook created this matching gift thing… $10 million gets eaten up in like 30 seconds… they don't give you the names of anybody who donates."

Putting It All Together: Executing the Giving Tuesday Strategy

Jason and Jim recap the four elements, emphasizing their interconnectivity and the importance of meticulous execution:

1. Cause Concept: Define a specific, SMART (Specific, Measurable, Attainable, Realistic, Timely) goal that aligns with the broader mission.
2. Promotion: Implement a structured email campaign that builds anticipation and maintains momentum throughout the day.
3. Matching Gifts: Secure and highlight matching gifts to incentivize higher and more frequent donations.
4. Software Utilization: Use platforms like FundEasy to provide real-time updates and streamline the donation process.

Jason (17:55): "We're having a good cause concept… promoting Giving Tuesday… using matching gifts… and leveraging software like FundEasy."

Jim encourages listeners not to be daunted by the outlined strategies, assuring that with proper planning and the right tools, even smaller organizations can successfully navigate the demands of Giving Tuesday.

Conclusion and Call to Action

The episode concludes with Jason urging listeners to prepare early for Giving Tuesday by setting up necessary tools and refining their strategies.

Jason (19:51): "Four elements of Giving Tuesday. Very practical things that you can do. So we're 35 days away. Go ahead and scan that QR code… set up your FundEasy account right now."

Jim adds a final note of encouragement, inviting listeners to engage with the podcast and apply the discussed strategies to achieve successful fundraising outcomes.

Final Thoughts

Episode 69 of The Fundraising Masterminds Podcast offers a comprehensive roadmap for nonprofits aiming to elevate their Giving Tuesday campaigns. By focusing on a targeted cause, employing strategic promotion, leveraging matching gifts, and utilizing effective software solutions, nonprofit leaders can enhance their fundraising efficacy and drive meaningful contributions during this crucial charitable period.

For more insights and strategies, subscribe to The Fundraising Masterminds Podcast and join thousands of nonprofit leaders in mastering the art of fundraising.